Product differentiation and commonality in design: Balancing revenue and cost drivers

Management Science

Volumn 47, Issue 1, 2001, Pages 37-51

  Desai, Preyas ^a,b,c   Kekre, Sunder ^a,b,c   Radhakrishnan, Suresh ^a,b,c   Srinivasan, Kannan ^a,b,c  

^a DUKE UNIVERSITY   (United States)

^b CARNEGIE MELLON UNIVERSITY   (United States)

^c UNIVERSITY OF TEXAS AT DALLAS   (United States)

Author keywords

Commonality; Design; Marketing; Marketing Manufacturing Interface; Product Design; Segmentation

Indexed keywords

COSTS; DECISION THEORY; MANUFACTURE; MARKETING;

PRODUCT DIFFERENTIATION;

PRODUCT DESIGN;

EID: 0035239283     PISSN: 00251909     EISSN: None     Source Type: Journal    
DOI: 10.1287/mnsc.47.1.37.10672     Document Type: Article

References (28)

1. Costs of products and process complexity
2. GM decides to reposition its brands than eliminate most models
3. Commercial uses of conjoint analysis
4. Control tomorrow's cost through today's design
5. An analysis of the pricipal-agent problem
6. Quality costs
7. Compensatory choice models of noncompensatory processes: The effect of varying context
8. Market segmentation by price-quality schedules: Some evidence from automobiles
9. Planning for product platforms
10. Market segmentation, self selection and product line design
11. Monopoly and product quality
12. Brand equity and vertical product line extent
13. Planning for product platforms
14. Strategic shift: A slump in car sales forces Nissan to start cutting swollen costs